The role of hedonism in ethical tourism

Sheila Malone,Scott Mccabe,Andrew P Smith

doi:10.1016/j.annals.2013.10.005

Sheila Malone, Scott Mccabe + Show 1 more

Open Access

https://doi.org/10.1016/j.annals.2013.10.005

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Abstract

This paper investigates the role of emotion in the ethical choice processes of tourists. Specifically, it explores how hedonism is experienced and the links between hedonic experiences and intentions for future ethical behaviour. It adopts an interpretative phenomenological analysis (IPA) approach to examine the experience of emotion in self-defined ethical tourists’ consumption of places. The findings highlight that emotionally charged experiences are powerful motivators of consumers’ ethical choice. It identifies the role hedonism plays in rationalizing and reinforcing current and intended ethical behaviour. Finally, the paper discusses the importance of emotional experiences as a source of hedonic value in engaging individuals in consumption encounters.

Highlights

Tourism is essentially a pleasure-seeking activity (Gnoth, 1997; Goossens, 2000)
Given that emotions can help resolve “what they [individuals] do and what they say, between what they do and what seems most appropriate [...] between what they do and what they profess to know they should do” (Frijda, 2008, p. 69), it is important to explore the role emotions play in ethical tourism choice behaviour. It is in this context that the current study aims to examine the complex role emotions play, focusing on the relationship between hedonic factors and ethical tourism experiences
The findings indicated that participants expressed a desire to engage in market place activities as a means of reflecting their ethical beliefs and values, but they described the emotive aspects of the core consumption experience

Summary

Introduction

Tourism is essentially a pleasure-seeking activity (Gnoth, 1997; Goossens, 2000). Such experiences are often thought of as highly intense, subjective, salient and intrinsically rewarding. Previous studies have pointed to the importance of understanding the emotive aspects of tourism experiences In relation to tourism destinations, Hosany & Gilbert (2010) suggest that emotions have a significant role to play in influencing consumers’ behavioural intentions. Across a range of contexts, our understanding of the role emotions play in determining important outcomes from tourism experiences and/or responses to tourist destinations is rapidly developing (Bigné, Mattila & Andreu 2008; Hosany 2012; Ma, Gao, Scott & Ding, 2013)

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